Validating a SaaS Opportunity in Broadcast Scheduling
THE PROBLEM
Design agency Our Very Own (OVO) built racing.com a SaaS broadcast management system that assists with performing major tasks such as programming, breaks and schedules.
The implementation of the software called Simple Scheduling Assistant (SSA) at racing.com was a resounding success.
OVO hypothesised that other small to medium broadcasters used manual processes, spreadsheets and in-house built systems that often lacked functionality, automation and flexibility. They identified a potential market gap for SSA to be an affordable, cloud-based solution with other unique features unavailable through on-premises hosted services.
OVO sought to explore this opportunity.
PROJECT GOAL
The broad project goal was to commence validating/ invalidating the hypothesis and assist in the development of the product roadmap for SSA.
Another project goal was to uncover what other broadcasters are currently using (functions, features), needs, pain points and, for potential users, whether they would use or need a system like SSA in the future.
THE TEAM
1 Project Lead
1 Service Designer
PROJECT APPROACH
The project approach was first to perform secondary research into the competitor landscape, followed by qualitative research with broadcasters to understand their needs and expectations.
Information and synthesis from the interviews would enable artefacts to be developed and provide insights to inform the product roadmap.
Market & competitor research
To conduct competitor research, I contacted many of the organisations directly via phone or online. Doing it this way meant I received more information quicker than expected.
I learned that most small and large competitors were European or America-based, leaving an opportunity for SSA in the APAC region and many local TV and radio stations had in-house built systems or spreadsheets as hypothesised.
Participant interviews
I interviewed seven current or former employees who plan and/ or present at broadcast networks:
Program & Content Manager - Community Radio
Programming Planner Supervisor - Network 10
Presenter - YouTuber
Presenter - Mamamia Podcaster
Senior Media, Content Officer & Podcaster - NSW Government
Programming Assistant - Nine Network
Former Radio Presenter & Podcaster
Interviewing participants from a range of sub-sectors enabled insight for SSA's potential market areas (or not).
Field study
After my first interview with a Community Radio Station employee, they invited me into the studio for a tour.
Being on-site provided valuable context and clarified questions that were more difficult to comprehend over video chat. It allowed me to empathise and deeply understand their world.
Customer profiles
I created customer profiles representing the following roles:
Broadcast Presenter
Program Planner
Content & Program Manager
Producer
Creating customer profiles enabled OVO to understand their target audience's context, pain points, and jobs to be done. The profiles formed a starting point that could be validated further with statistically significant sample size.
Journey mapping
I mapped the scheduling of promotions, breaks and programming, which identified a common journey, gaps and opportunities.
Conclusion
What I learned
The opportunity allowed me to improve my interviewing skills and the site visit immensely assisted in building empathy.
I learned the importance of synthesising information from interviews ‘as you go’ instead of leaving it until afterwards. It’s easy to forget information after a few days and also because interviews generate a lot of data, it’s easier to analyse in smaller sections.
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